Levis jeans satisfaction levels

Customer Satisfaction
Of Levis Jeans

TABLE OF CONTENTS

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Of Levis Jeans

SrNo Particulars PageNo
1 Prefatory Items 2
1.1 Acknowledgement 3
1.2 Table of contents 4
1.3 Executive Summary 5

2 Introduction 6
2.1 Introduction to LEVIS 7
2.2 Problem Statement 8
2.3 Research Objective 9
2.4 Limitations 10

3 Methodology 11
3.1 Sampling Design 12
3.2 Research Design 13
3.3 Data Collection 14

4 Analysis And Recommendation 15
4.1 Data Findings and Analysis 16
4.2 Recommendation 18

5 Annexure 20
5.1 Appendix 21
5.2 Bibliography 28

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EXECUTIVE SUMMARY

The project was done to obtain the current level of satisfaction of
Levis jeans users. So also, what are their preferences in buying
jeans? Both coupled yielded reasons for current level of
satisfaction and means to increase it. There was insufficient
secondary data due to which primary data was collected. The
project was conducted within the geographical region of Mira Road
to Andheri with a sample size of 100 respondents.

The data collected was fed to SPSS package used for analyzing
statistical data. Statistical tools like cross tabs, factor analysis,
Friedman ranking test, frequency charts like bar and pie were used
to analyze the data.

The findings analyzed and based on the analysis conclusions were
drawn and requisite recommendations were provided. These
included:
1) Concentrating more on advertising
2) Increasing availability through local outlets
3) Reaching the economy segment etc.

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INTRODUCTION

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INTRODUCTION TO LEVIS JEANS

Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss
& Co. (LS&CO.) is one of the world's largest brand-name apparel
marketers with sales in more than 100 countries. There is no other
company with a comparable global presence in the jeans and
casual pants markets. Our market-leading apparel products are
sold under the Levi's®, Dockers® and Levi Strauss Signature™
brands. In 1873, Levi Strauss and Nevada tailor Jacob Davis
patented the process of putting rivets in pants for strength, and the
world's first jeans — Levi's® jeans — were born. Today, the
Levi's® trademark is one of the most recognized in the world and
is registered in more than 160 countries. Descendants of the family
of Levi Strauss privately hold the company. Shares of company
stock are not publicly traded. Shares of Levi Strauss Japan K.K.,
the company's Japanese affiliate, are publicly traded in Japan. (For
additional financial information, visit our "News and Financial"
section).The company employs a staff of approximately 12,400
people worldwide, including approximately 1,500 people at its San
Francisco, California headquarters.

Levi Strauss & Co. is a worldwide corporation organized into three
geographic divisions:

Levi Strauss, the Americas (LSA), based in the San Francisco
headquarters

Levi Strauss Europe, Middle East, and Africa (LSEMA), based in
Brussels

Asia Pacific Division (APD), based in Singapore

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PROBLEM STATEMENT

Are Levis jeans users satisfied with what the company is offering?

What measures need to be adopted to increase their current level
of satisfaction?

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RESEARCH OBJECTIVE

 To study and measure satisfaction level of Levis jeans users.

 To suggest alternatives for enhancing customer satisfaction.

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LIMITATIONS OF THE STUDY
 The research was confined to a sample of 100 respondents,
which certainly does not represent the whole population of
Mumbai.

 The respondents were approached at the convenience of
researcher.

 The respondents included those who have used Levis jeans
irrespective of number of usage.

 Respondents might be biased at times.

 Time limitations were there.

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RESEARCH METHODOLOGY

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SAMPLING DESIGN
The respondents were necessarily Levis jeans users. The sample
was selected from the restricted area between Andheri and Mira
Road. It was a non-probability based sampling based on
convenience. The sample size was limited to 100 respondents
because of limited available time.

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RESEARCH DESIGN
The study was conducted to study and measure the satisfaction
level of Levis jeans users. Secondary as well as primary sources
of data were used to arrive at findings and analyze the results. The
project commenced from August first week and ended on 22 nd
November 2003.
Secondary sources of data like internet and books were used to do
exploratory studies. Relevant variables were generated and
questionnaire was developed to obtain primary data from the
market. 100 respondents selected were necessarily Levis jeans
users and based on convenience of researcher.
Findings based on questionnaire filled were analyzed using SPSS
software. Requisite conclusions were developed and
recommendations made. The research had limitations like:
1) Time constraint
2) Sample size
3) Respondent biasness

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DATA COLLECTION

Data was collected through secondary as well as primary sources.
Secondary sources included articles on jeans from internet, books,
and journals. Primary data was obtained through self-administered
questionnaires. 100 respondents who were Levis jeans users were
interviewed based on non-probabilistic convenience based
sampling.

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DATA CODING SHEET

Q. Description Var. Var. Value Labels
No Scale no.
1 To know the frequency of Nominal 1 1)1-Once in 3 months
purchase of jeans by the 2)Occasionally
respondents 3)Once in 6 months
4)Once a year
2 To know when does the Nominal 2 1)During promotions
respondent goes to buy jeans 2)Seasonal offers
3)Not fixed
3 How many pairs of Levis Nominal 3 a)1 b)2
Jeans does respondent have? c)3 d)more than 3
4 To know which brand the Ordinal 4 1)Levis 2)Pepe
respondent prefers the most 3)New Port 4)Wrangler
5)Lee
5 Is satisfaction affected by Nominal 5 1) Yes 2) Cant say
advertising and promotions 3) No
6 Attributes Interval 6, 7, 8, 1-Extremely dissatisfied
9,10,11, 2-Some what dissatisfied
12, 13, 3-Neither satisfied nor
14 dissatisfied
4-some what satisfied
5-extremely satisfied.
7 Ranking of features Ordinal 15 1-Durability of cloth
2-Durability of stitching
3-Trendy
4-Range of fitting styles
5-Range of sizes
6-Range of shades
7-After sales service
8-Advertsing
9-Promotion
8. Perception about Levis jeans Nominal 16 Open ended
9 Usage friendliness Nominal 17 1-Yes 2-No
10 Income group Interval 1-Below 200, 000
2-200, 000-400, 000
3-400, 000-600, 000
4-Above 600, 000
11 Gender Nominal 1-Male 2-Female
12 Age group Ordinal 1-16-25
2-26-35
3-36-45
4-Above 45

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DATA ANALYSIS PLAN
Purpose Variable Scale Univariate Bivaria Multivariat Summary
Information te e
To know Assess long Nominal -------- crossta -------- comparison between
frequency of term potential bs two variables
purchasing through
jeans
simultaneously
development of
market.

To know To remain Nominal -------- crossta -------- comparison between
when marketable bs two variables
customers (competitive)
prefer to buy
Levis Jeans

to know how Current usage Nominal -------- crossta -------- comparison between
many pairs status bs two variables
you own of
Levis

to know rank to know Ordinal -------- -------- Friedman ranking of
of Levis current test variables(Brands)
standings

To know to know Ordinal -------- -------- Friedman ranking of
rank of Pepe current test variables(Brands)
standings

rank of current test variables(Brands)
Newport standings

rank of current test variables(Brands)
Wrangler standings

rank of Lee current test variables(Brands)
standings

to know post whether Nominal frequency -------- comparing one
purchase advertising bar chart variable graphically
satisfaction required

Satisfaction to know Nominal -------- -------- factor to reduce
of durability current level of analysis unimportant factors
of cloth satisfaction of and show the most
respective important ones
variable through higher

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factor loadings(>+/-
5)

of price for current level of analysis unimportant factors
quality satisfaction of and show the most
5)

to know Nominal -------- -------- factor to reduce
Satisfaction current level of analysis unimportant factors
of colour satisfaction of
range
and show the most
5)

of fitting style current level of analysis unimportant factors
satisfaction of and show the most
5)

of range of current level of analysis unimportant factors
sizes satisfaction of and show the most
5)

of durability current level of analysis unimportant factors
of stitch satisfaction of and show the most
5)

of washing current level of analysis unimportant factors
convenience satisfaction of and show the most

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5)

of range of current level of analysis unimportant factors
shades satisfaction of and show the most
5)

of after sales current level of analysis unimportant factors
service satisfaction of and show the most
5)

Rank of to know Ordinal -------- -------- Friedman ranking of
durability of preference of test variables(Attributes)
cloth respective
attribute

durability of preference of test variables(Attributes)
stitch respective
attribute

trendy looks preference of test variables(Attributes)
respective
attribute

fitting styles preference of test variables(Attributes)
respective
attribute

range of preference of test variables(Attributes)
sizes respective
attribute

range of preference of test variables(Attributes)
shades respective
attribute

Rank of after to know Ordinal -------- -------- Friedman
sales service preference of test

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respective ranking of
attribute variables(Attributes)

advertising preference of test variables(Attributes)
respective
attribute

Rank of to know Ordinal -------- -------- Friedman Ranking of
sales preference of test variables(Attributes)
promotions respective
attribute

Respondents to know openly Nominal frequency -------- -------- comparing one
perception how pie chart variable graphically
about Levis respondents
perceive about
Levis jeans

Income to know what Nominal -------- -------- --------
group of income level
respondents purchase Levis
jeans

Gender of does gender Nominal -------- -------- --------
respondent affect level of
satisfaction

Age of what age Nominal -------- crossta -------- comparing two
respondent bracket does bs variables
levis appeal simultaneously
more to

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ANALYSIS AND REOMMENDATION

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FINDINGS AND DATA ANALYSIS

Following were the findings from the data collected
 From the demographic cross tab analysis of how many pairs
of jeans does age group of respondents own, it is evident
that the respondent of the age groups 16 – 25 and 26 – 35
tend to own more than one or two pairs of jeans (76%). The
other age groups above 26 – 35 rarely own more than one or
two pairs of jeans. Therefore, from this we get to know that
the people who regularly buy jeans belong to young
generation’s group ranging between 16 – 35. (Refer cross
tab No. 1 in Appendix.)

 Majority of respondents who own one or two pairs of jeans
tend to buy jeans twice a year (31%). Many of the
respondents also buy jeans very occasionally (23%). (Refer
Cross tab No. 2 in Appendix).

 Most of the customers do not buy during promotions.
Generally, the respondents who buy occasionally or twice a
year do not buy during promotions but go for seasonal offers
(23%). Moreover, when they buy is not fixed (34%).
(Refer Cross tab No. 3 in Appendix).

 Friedman test of ranking different brands of jeans revealed
the respondents followed by Lee (3.15) gave that wrangler
(3.26) the highest rank. Levis, the brand in question was
ranked third (2.96). (Refer Friedman test no.1)

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 Another Friedman test of ranking different attributes of Levis
jeans including advertising and sales promotions and after
sales service was also carried out. The highest ranked
attribute was given to durability of cloth followed by durability
of stitch and range of fitting styles.
(Refer Friedman test no.2)

 Majority of them said that they couldn’t say whether
advertising and sales promotions affected their post
purchase satisfaction(41%), followed closely by those to
whom advertising and promotions affected(39%).(Refer
frequency table number 2 and bar chart)

 From the frequency analysis of open-ended question, most
recurring 4 responses were put on pie chart, which included
excellent fitting, in style, trendy and rugged. The top
response was excellent fitting (33%) followed by trendy
(26%), rugged (22%) and in style (19%) respectively. (Refer
to frequency table no 1 & pie chart).

 Even though we had very less number of variables required
for factor analysis, we did carry out factor analysis so as to
know on what attributes do they give maximum satisfaction
factor loadings. From this, we could understand that the
respondents were highly satisfied with three factors of Levis
jeans. These are comfort wearing (fitting style and sizes),
durability of Levis jeans (durability of cloth and stitch) and
trendy and in style (range of shades).

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RECOMMENDATIONS
From the above findings and analysis, following
recommendations could be drawn:
 Levis should more aggressively tap the youth segment,
which lies in the age group between 16-35. The reason for
the same is Levis was ranked third in terms of the overall
brand image. Hence, Levis has a scope to reach the top
position and encash through increase in sales.

 Since most of customers buy twice a year (i.e. every 6
months) or occasionally, and they are not affected by the
promotions, Levis should aggressively advertise coupled with
effective sales promotions for improving customer recall and
brand image.

 It was also found from the survey that color range is low.
This also limits preference towards Levis as a brand. This
area should be properly looked after by making available
hosts of colors.

 After sales service which is becoming the most critical
success factor seems to be not given due importance.
Proper after sales service can provide a competitive edge
through efficient customer relationship management.

 Levis is perceived as premium brand in India. Hence, an
economy product range can also tap the unexplored middle
class range.

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 Since Levis jeans is majorly available in departmental stores
and factory outlets, reaching the customer and availing him
with consumer schemes is difficult. India having a large
middle class customer group still being not exploited can be
reached through making Levis jeans available at local retail
outlets.

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ANNEXURE

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APPENDIX
Cross tabs

Cross tab No.1
Age of respondent * How many pairs you own of Levis? Crosstabulation

Count
How many pairs you own of Levis?
More than
One Two Three three Total
Age of 16 - 25 25 25 3 6 59
respondent 26 - 35 13 13 3 4 33
36 - 45 2 3 1 1 7
above 45 1 1
Total 40 41 8 11 100

Cross tab No.2
How many pairs you own of Levis? * Frequency of purchase Crosstabulation

Count
Frequency of purchase
Every 3 Every 6
months Occasionally months Once a year Total
How many One 8 8 14 10 40
pairs you own Two 8 15 17 1 41
of Levis? Three 3 2 3 8
More than three 7 3 1 11
Total 26 28 34 12 100

Cross tab No.3
When you buy Levis Jeans? * Frequency of purchase Crosstabulation

Count
Frequency of purchase
Every 3 Every 6
months Occasionally months Once a year Total
When you During Promotions 4 3 2 1 10
buy Levis Seasonal Offers 5 11 12 4 32
Jeans? Not Fixed 17 14 20 7 58
Total 26 28 34 12 100

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Friedman Tests of Ranks

Friedman Test No.1

Ranks
Test Statisticsa
Mean Rank
Rank of Wrangler 3.26 N 100
Rank of Lee 3.15 Chi-Square 7.128
Rank of Levis 2.96 df 4
Rank of Newport 2.91 Asymp. Sig. .129
Rank of Pepe 2.72 a. Friedman Test

Friedman Test No.2
Ranks

Mean Rank
Rank of durabiity of cloth 6.26
Rank of durability of stitch 5.44
Rank of fitting styles 5.29
Test Statisticsa
Rank of salespromotions 5.20
Rank of trendy looks 5.11 N 100
Rank of advertising 4.70 Chi-Square 45.037
Rank of range of shades 4.44 df 8
Rank of range of sizes 4.38 Asymp. Sig. .000
Rank of aftersales service 4.18 a. Friedman Test

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Frequencies

Frequency No.1 of respondents perception about Levis
Respondents perception about Levis

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent Fitting 33 33.0 33.0 33.0
Trendy 26 26.0 26.0 59.0
In Style 19 19.0 19.0 78.0
Rugged 22 22.0 22.0 100.0
Total 100 100.0 100.0

Respondents perception about Levis

Rugged
22.0%
Excellent Fitting
33.0%

In Style
19.0%

Trendy
26.0%

Frequency No.2 of post purchase satisfaction of respondents whether
affected by advertising and promotions
Post purchase satisfaction

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 39 39.0 39.0 39.0
Cant say 41 41.0 41.0 80.0
Not at all 20 20.0 20.0 100.0
Total 100 100.0 100.0

comparison between two variables
50

40 41
39

30
Frequency

20
20

10

0
Yes Cant say Not at all


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Factor Analysis Of Satisfaction of Various Attributes
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .677

Bartlett's Test of Approx. Chi-Square 138.081
Sphericity df 36
Sig. .000

Communalities

Initial Extrac tion
Satis fac tion of durability
.266 .309
of cloth
Satis fac tion of price for
.128 .131
quality
Satis fac tion of c olour
.263 .293
range
Satis fac tion of fitting s tyle .331 .471
Satis fac tion of range of
.308 .443
s izes
Satis fac tion of durability
.352 .660
of stitch
Satis fac tion of washing
.109 .104
c onv enience
Satis fac tion of range of
.303 .763
s hades
Satis fac tion of aftersales
.133 .159
s ervice
Extraction Method: Principal Axis Fac toring.

Scree Plot
3.0

2.5

2.0
Eigenvalue

1.5

1.0

.5

0.0
1 2 3 4 5 6 7 8 9

F actor Number

a
Rotate d Fa ctor Matrix

Factor
1 2 3
Satisfaction of fitting style .655
Satisfaction of range of
.652
sizes
Satisfaction of colour
range
Satisfaction of durability
.737
of stitch
Satisfaction of durability
.507
of cloth
Satisfaction of price for
quality
Satisfaction of washing
convenience
Satisfaction of range of
.795
shades
Satisfaction of aftersales
serv ice
Extraction Method: Principal Axis Factoring.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

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QUESTIONNAIRE

Respondent No. _____

DEAR RESPONDENT,

We students of N.L. Dalmia Institute of Management Studies and Research are
conducting a survey about the consumer satisfaction with Levis Jeans. Please let us
know what you really think about Levis Jeans. Please spare your valuable few
minutes and share your feedback with us.

1) How often do you purchase jeans?

Freq_pur

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a) Once every three months
b) Occasionally
c) Once every 6 months
d) Once a year

2) When do you generally buy Levis jeans?

a) During promotions Gen_buy

b) Seasonal offers
c) Not fixed

3) How many pairs of Levis jeans do you have?

a) 1 Pair_no

b) 2
c) 3
d) more than 3

4) Rank the following brands on a scale of 1-5 (5 being most preferred and 1
least)

a) Levis Levis
b) Pepe Pepe
c) New Port NewPort
d) Wrangler Wrangler
e) Lee Lee

5) Is your satisfaction level, after purchasing Levis jeans affected by
advertising and promotion?

a) Yes Sat_lev
b) Cant say
c) Not at all.

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6) How satisfied are you on the following parameters of Levis jeans?
Neither
Satisfied
Extremely Somewhat nor Somewhat Extremely
Dissatisfied Dissatisfied Dissatisfied Satisfied Satisfied

• Durability of Cloth Du_Clo

• Price vis-à-vis quality Pri_Qua

Colours
• Range of colours
Fitstyle
• Range of fitting styles
Sizes
• Range of sizes
Du_stich
• Durability of stitching
WashCon
• Washing convenience
Shades
• Range of shades
AfterSal
• After sales service

7) Rate the following attributes on a scale of 1-9 in affecting your
decision making process: (9 being the most important and 1 being least)

Attributes Rate
a. Durability of cloth Ducloth
b. Durability of stitching Dustich
c. Trendy clothes Trendy
d. Range of fitting styles Fitstyls
e. Range of sizes RanSize
f. Range of shades RanShad
g. After sales service AftrSale
h. Advertising Advtg
i. Promotion Promo

8) How do you perceive Levis jeans as?
Perceive
___________________________________

9) Do you find Levis jeans usage friendly?

a. Yes usage

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b. No

10) In which of the following family income group
do you fall?(per annum)
income
a. Below 200, 000
b. 200, 000 - 400, 000
c. 400, 000 – 600, 000
d. above 600, 000

11) Please Mark your gender:

a. Male gender
b. Female

12) Which age group do you fall in?

a. 16-25 age
b. 26-35
c. 36-45
d. 45 and above

Name:

Area of residence:

THANK YOU FOR SPENDING YOUR VALUABLE TIME. WE ASSURE YOU
THAT THE INFORMATION WILL BE KEPT CONFIDENTIAL AND WILL BE
USED FOR ACADEMIC PURPOSE ONLY.

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BIBLIOGRAPHY
 Marketing Research- TATA McGraw Hill
 Marketing Research – Malhotra
 Marketing Management – Philip Kotler
 Internet – www.google.com
 Internet – www.levis.com

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Levis jeans satisfaction levels

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